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Data mining for CRM: Towards an integrative approach
This paper introduces an approach for integrating
numerical, textual and network data into a predictive data-mining
model for customer relationship management (CRM). Traditional
data-mining services leverage single data types in analytical
decision making. This provides significant value to businesses in
customer identification and retention. It is expected that
enabling the capability to leverage network and device
information for use in these decision-making functions will not
only provide further value to businesses in traditional CRM
dimensions but also result in net benefit to network security.
The full article is available to institutions that have subscribed to the journal.
CitationMetro, Jacob (2014, May 1). Data mining for CRM: Towards an integrative approach. In the Journal of Digital & Social Media Marketing, Volume 2, Issue 1.